Kudler Fine Foods is a small company that was started in 1993 by Kathy Kudler. The first store, located in LaJolla, California was doing so well after just nine months that a second store was opened in 2000 in Del Mar. The third store opened just three years later in Encinitas. Kudler currently provides gourmet meats and seafood, cheeses, breads, produce, and wines to its clientele. Recently Kathy has decided she wants to expand her market by moving into Canada and adding catering services and gourmet coffee and tea to her product mix. To do this she has asked her marketing team to develop a plan to launch the new line of products. Following is a brief analysis of the market needs and a justification for choosing this particular product line.

SCDC11: JESSE KUDLER + IAN FRASER

"Get fat on Lorings Fat-ten-u and corpula foods"; ...

Frozen foods at the Real Canadian Superstore in Wi...

Market Needs

Kudler Fine Foods decided to add catering services, tea, and coffee to their product mix. To accomplish this new venture Kathy Kudler decided to expand into Canada. According to Agriculture and Agri-Food Canada (October 2010), among 14 billion cups of hot beverage are consumed in Canada each year, and it is number-one in its industry in Canada.

Kathy Kudlers goal's requires analyzing market research methods, focus groups, and building customer loyalty. To discover trends, the wants and needs of the consumers. Other marketing techniques include promotion, direct mail, telemarketing, trade shows, price, place, product along with many other techniques to attain potential new customers. Developing the catering services, tea and coffee into the market mix along with expanding into Canada makes it viable that Kathy Kudler consider all aspects of these new ventures to have...

More Human Resource Management essays:

... and organizational goals. Kudler Fine Foods recently restructured its organizational strategy by establishing a new customer service concept that allows the associates to be the customer service agents. This strategy was designed to offer the customers with the highest level of customer service ...